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Companies 15

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Companies 15 Presentation Transcript

  • 1. COMPANIES INTERGRATED CHANNEL & MANAGE CHANNEL CONFLICT
    SUBMITTED BY :
    LOKESH KUMAR VIVEK CHANDSAGAR GARG PIYUSH GUPTA SHRUTI SHARMATABREZ AHMED
  • 2. CHANNEL INTEGRATION SYSTEM
    VERTICAL MARKETING SYSTEM
    HORIZONTAL MARKETING SYSTEM
    INTERGRATED MULTICHANNEL MARKETING
  • 3. VERTICAL MARKETING SYSTEM(VMS)
    Producer + wholesaler + retailer acting as unified system
    One channel own other or franchise them
    There are a three type of VMS
    Corporate VMS – It combine stage of production + distribution under one ownership .
  • 4. CONT………..
    Administered VMS – Coordinate successive stage of production & distribution through size & power of one member.
    EX- Kodak & Gillette are able to cooperate fron there reseller .
    Contractual VMS – consist of independent firm at different level like- Whole seller , Retailer , franchise ..
  • 5. HORIZONTAL MARKETING SYSTEM
    There two or more unrelated company put together to exploit market opportunity .
    EX- Coca cola & HUL tie up for bottling & distribution of Lipton .
  • 6. INTERGRATED MULTICHANNEL MARKETING
    One single firm uses two or more marketing channel to reach one customer .
    Company get three thing adding channel
    Increase market coverage
    Lower channel cost
    More customized selling
    EX- Adding Technical sales to sell more
  • 7. CHANNEL CONFLICT
    It occurs when one channel member action prevent another channel from achieving its goal EX- Oracle corp.
    TYPES OF CONFLICT
    Vertical conflict – conflict between different level within channel EX- HUL come with conflict with distributor of Kerala ….
  • 8. CONT………..
    Horizontal conflict – Conflict Between member at same level within channel
    EX- dealer frequently get into conflict with each other for domain
    Multichannel conflict – when manufacturer has stabilized two or more channel and sell to same market . EX- Escort tractor company through dealer and web marketing ..
  • 9. CAUSES OF CHANNEL CONFLICT
    Goal Incompatibility
    Unclear role and right
    Difference in perception
    Intermediaries dependent on manufacturer
  • 10. MANAGING CHANNEL CONFLICT
    Adaptation of super ordinate goal – come to agreement on fundamental goal.
    Exchange of employee – Between dealer and executive .
    Joint membership in trade association –
    EX- good corporation between two company
    Co-optation – effort of one organization to win support of another organization by including them as a member .
  • 11. CONT……..
    Diplomacy , mediation & arbitration
    Legal resource – Channel partner may choose to file a lawsuit.